01 / Overview
The whole play, in one line of sight.
Why this exists: the goal, measure of success, method, and owner stay visible before any activity begins.
- Mission
- Help more lost pets get home faster.
- Play
- Earn trusted editorial coverage for PetTag.
- Goal
- Get PetTag in front of high-intent dog owners.
- Win condition
- Earn one trusted product placement within 30 days.
- Owner
- Founder
- Recommended Playbook
- Editorial outreach—the method Diravia recommends for this goal.
02 / The attempt
Turn a broad objective into a bet the company can learn from.
Why this exists: a testable belief keeps the work tied to a result instead of becoming a disconnected task list.
We believe
PetTag can earn trusted attention by helping pet editors teach lost-pet preparedness—not by asking them to cover another gadget.
Prioritize publications with recent dog-safety or identification coverage, a named editorial owner, and a story angle that serves readers before it serves the product.
03 / Targets
Qualification before outreach.
Open a Target to inspect the evidence, angle, contact path, asset, and draft pitch.A publication starts here while the founder gathers evidence about its audience, coverage, owner, and story fit.
It becomes a Target only after the evidence checks confirm it is worth pursuing in this Play.
Why outreach can still be blocked: fit and readiness are separate. A strong Target may still need an asset, a contact, or another piece of evidence before outreach should begin.
Rover is not a Target yet. One missing evidence check keeps it in qualification.
C1RoverPet care platformFit not confirmedOutreach blockedEvidence required+
The audience fit is strong, but the editorial owner and current appetite for product stories still need validation.
Dog travel and boarding guides
What owners should update before a sitter, trip, or new routine changes how a dog gets home.
Editorial owner not yet confirmed
Sitter handoff checklist
The identification details owners should update before leaving a dog with a sitter.
Candidate evidence
This remains a Candidate until every fit check is supported by evidence.3 of 4 evidence checks confirmed- Named editorial owner
- Publishes the category
- Recent relevant coverage
- Clear story fit
Named editorial owner
Next actionConfirm the editorial owner before preparing the sitter handoff checklist.
These publications passed every fit check. Outreach readiness remains a separate decision.
01The Spruce PetsCommerce publicationFit confirmedOutreach readyAsset ready+
Its buying guides reach dog owners who are actively comparing identification and safety products.
Best Dog ID Tags
A modern recovery layer beyond engraved tags—especially for owners preparing for summer travel.
Commerce editor → pet gear
Lost-pet prevention brief + product sample
The recovery step most dog owners overlook before a trip: making the tag useful after someone finds their pet.
Target fit
Fit is confirmed only when this Target meets all four evidence-based checks.4 of 4 evidence checks confirmed- Publishes the category
- Named editorial owner
- Recent relevant coverage
- Clear story fit
Lost-pet prevention brief + product sample
Next actionSend the tailored pitch to the commerce editor.
02Daily PawsPet lifestyle publicationFit confirmedOutreach blockedAsset required+
Its practical safety coverage reaches mainstream pet owners, but the pitch needs a stronger visual proof point.
Pet safety and travel guides
A simple preparedness checklist that helps more lost dogs get home quickly.
Pet gear editor → service desk
Recovery-flow diagram
Five things every owner should check before a dog goes missing—including the one detail most tags cannot update.
Target fit
Fit is confirmed only when this Target meets all four evidence-based checks.4 of 4 evidence checks confirmed- Publishes the category
- Named editorial owner
- Recent relevant coverage
- Clear story fit
Recovery-flow diagram
Next actionCreate the recovery-flow diagram, then begin outreach.
04 / The decision point
Know what should happen now.
Why this exists: Diravia uses the current evidence and new information to turn the Play into one clear action, with a reason and a definition of done.
Follow up with The Spruce Pets.
The pitch was opened yesterday and no reply has been recorded. A short, personal follow-up is now the fastest path to a useful signal.
- Why now
- Recent intent
- Supports
- One trusted placement
- Done when
- Reply sent and result recorded
05 / Outcome
Record what changed.
How the win is measured: the Play is judged against the condition set before the work began—not by how many tasks were completed.
Result
Won- Win condition
- One trusted product placement within 30 days
- Observed evidence
- PetTag added to the next dog ID tag guide update
- Time to result
- 18 days
The editor requested a sample and added PetTag to the next update of the publication's dog ID tag guide.
Why it worked: The pitch matched an existing reader need, referenced a relevant guide, and led with lost-pet preparedness instead of product features.
06 / Lesson
Turn the result into company knowledge.
How the lesson is reused: this is not an archive note. Diravia carries it into the next relevant Play so future work begins with what the company already learned.
Saved to the Manual for reuse
Lead with the audience problem before introducing the product.
The next Editorial Outreach Play will surface this guidance at the start: anchor the story in an active reader problem, prove fit with existing coverage, and make the product the useful evidence—not the headline.